Posing in a sequence of outfits, his
long slim legs and slender physique shows Yuekou's clothing off to its
full advantage - and has earned the store infinite more hits than if a
regular model had been used.

Indeed,
since Liu's photographs, posted on Tmall, one of China's leading retail
sites, went viral, sales at Yuekou have increased fivefold.

Liu's legs are reportedly the envy of women all over China - even the world. 'He has such a good figure,'offbeatchina.comreported
one fan as saying. 'He has such a good figure, especially those legs!'
and another likening the elderly gent to Karl Lagerfeld.

For his part, Liu told China Newsweek that he is glad to model for the store - and happy to be able to help his family.

'Why
unacceptable for someone like me to wear women’s clothes? Modelling for
the store is helping my granddaughter and I have nothing to lose,' he
said.

'We were very happy on the day of the shooting. I’m very old and all that I care about is to be happy.'

Girl's world: Liu demonstrates impressive confidence and poise in front of the camera - winning him legions of fans